Nikolina Koporcic
Successful cases of Interactive Network Branding
Koporcic, Nikolina
Authors
Contributors
Nikolina Koporcic
Other
Jan-�ke T�rnroos
Other
Abstract
This chapter of the book focuses on presenting successful Interactive Network Branding (INB) illustrative case examples. We first present each case by tackling the specific issue that appears in each of the companies, after which we present possible solutions. These case examples serve two purposes. Firstly, they are illustrating contemporary issues that are relevant for small and medium-sized enterprises (SMEs), especially related to their fast growth on the market. As such, the cases are relevant for practitioners who are working in SMEs or having business relationships with them. Second, the study is relevant for students, especially at advanced levels of studies in business schools, who are interested in having their own company or working in an SME in the future. Besides, illustrative cases are often used to help readers comprehend “how the conceptual argument [in these cases INB] might actually be applied to one or more empirical settings”
Citation
Koporcic, N. (2019). Successful cases of Interactive Network Branding. In Understanding Interactive Network Branding in SME FirmsEmerald
Acceptance Date | Jul 15, 2019 |
---|---|
Online Publication Date | Nov 12, 2019 |
Publication Date | Nov 12, 2019 |
Deposit Date | Sep 16, 2019 |
Publicly Available Date | Mar 29, 2024 |
Book Title | Understanding Interactive Network Branding in SME Firms |
Chapter Number | 13 |
ISBN | 9781789739787 |
Public URL | https://nottingham-repository.worktribe.com/output/2621056 |
Publisher URL | https://books.emeraldinsight.com/page/detail/Understanding-Interactive-Network-Branding-in-SME-Firms/?k=9781789739787 |
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